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Selling to Healthcare

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by Lisa T. Miller

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25 episodes

Updated Weekly

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Podcast Overview

Selling to Healthcare with Lisa T. Miller If you're selling to hospitals, health systems, healthcare executives, or provider organizations, this podcast is for you. Hosted by healthcare commercialization expert Lisa T. Miller, Selling to Healthcare helps founders, sales leaders, medical device companies, digital health innovators, life sciences organizations, and healthcare consultants win more business with hospitals through smarter strategy, stronger executive conversations, and a deeper understanding of how healthcare organizations actually make buying decisions. After generating more than $250 million in revenue and building one of the nation's leading healthcare consulting firms, Lisa shares the strategies she used to sell into hospitals, build executive relationships, and create long term partnerships that drive measurable business growth. Each episode delivers practical insights you can immediately apply, including: Selling to hospitals and health systems Selling to healthcare executives including CEOs, CFOs, COOs, CMOs, CNOs, and Supply Chain leaders Hospital buying processes and executive decision making Healthcare commercialization strategies Medical device and digital health sales Enterprise healthcare sales Healthcare innovation and adoption Executive level sales conversations Building credibility with hospital leadership Winning complex healthcare sales opportunities Whether you're an experienced healthcare sales professional or just beginning to sell into hospitals, you'll learn how to navigate complex healthcare organizations, communicate value at the executive level, and build relationships that lead to sustainable growth. If your goal is to sell to hospitals more effectively, understand how healthcare executives make decisions, and develop a repeatable strategy for winning larger healthcare opportunities, Selling to Healthcare delivers practical frameworks, real world examples, and proven approaches you can use immediately. Join Lisa T. Miller each week as she shares the insights, strategies, and executive selling techniques that help companies successfully grow within the healthcare market. Topics include: selling to hospitals, hospital sales, healthcare sales, selling to healthcare executives, hospital procurement, medical device sales, digital health commercialization, enterprise healthcare sales, health system strategy, and healthcare innovation.

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Publishing Since

9/20/2024

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Recent Episodes

July 24, 2026

GPOs to Direct Deals: Secrets of How Hospitals Really Buy

<h3 class="text-text-100 mt-3 -mb-1 text-[1.125rem] font-bold" dir= "ltr">Episode Description</h3> Most sellers chase one path into hospitals and stall out when it closes. In this episode, Gavin and Lisa map the full set of routes: national GPOs and their RFP cycles, regional purchasing coalitions, government and VA contracting, direct health system deals, MWBE certification, buy-local initiatives, and hospital innovation funds. Lisa breaks down her issue-impact-urgency-outcome framework for arming a clinical champion, explains why good products still get rejected at value analysis, and shares the one move a seller with no contracts and no connections can make this quarter. She ran her own healthcare company for 23 years before selling it, and now advises companies on hospital contracting strategy. <h3 class="text-text-100 mt-3 -mb-1 text-[1.125rem] font-bold" dir= "ltr">In This Episode</h3> Why national GPO contracts hinge on timing, not pitching (00:31) Vizient, Premier, and HealthTrust control roughly 60 to 70 percent of the hospital supplies market. Lisa explains how their multi-year RFP cycles work and why the biggest mistake sellers make is missing the window entirely. She also covers innovation grants and custom contracts as ways around standard contracting. When a regional GPO beats a national one (04:54) Regional GPOs and local coalitions are more accessible and buy in categories national contracts often skip. Lisa notes the tradeoff: those coalitions expect a much higher-touch relationship from suppliers. The government path most sellers forget (07:45) Lisa covers the VA system, one of the largest in the country, and the preferential treatment given to veteran-owned and disabled veteran-owned companies. She also mentions a federal hospital-at-home fast track program for expedited review of innovative solutions. Selling direct without a GPO contract (10:15) There is no rule stopping a supplier from selling straight to a hospital. Lisa explains when price alone wins the deal and where state-run hospitals run their own RFPs. The order number that cost a hospital hundreds of thousands (11:58) A real example of a logistics glitch blocking major savings, where swapping an item number in the system was the only barrier. Lisa's fix: write out the switching process step by step and make it visibly frictionless. Why the CFO does care about your commodity product (15:32) Lisa pushes back on sellers who assume finance leaders will not engage. Low-risk, easy savings are exactly what CFOs want brought to them. Using MWBE certification as leverage (17:15) State certification can be done in about 30 days, while national certification is a longer path. Lisa shares her own experience getting certified during COVID and describes hospitals like Northwell that host dedicated supplier days. Buy local as a hidden advantage (20:26) Lisa won a New Jersey RFP and only later learned the health system's CEO had made buying local a strategic priority, tracked by spend volume. She points to the Healthcare Anchor Network, where systems across the country have committed to large local purchasing targets. Why hospitals want local vendors (23:22) The motivation is community economic impact, and the loyalty runs both ways. Local vendors show up faster because the hospital serves their own families. Hospital venture funds and innovation partnerships (24:41) Lisa explains how these programs work, who they suit, and why hospitals now hunt for non-patient-care revenue. Co-development and commercialization deals can matter more than the funding itself. Two stories from the innovation channel (27:14) An acquisition inquiry that arrived unprompted during a sales process, plus the UPMC decision to buy the largest third-party Epic consulting firm rather than hire implementation consultants. What a clinical champion can and cannot do (30:17) Champions open doors but rarely carry purchasing power alone. Lisa explains why even a department chair can stall, and why hospitals need gatekeeping to avoid stocking every product a physician likes. Arming your champion: issue, impact, urgency, outcome (34:27) Lisa's framework for the two-to-three page document a champion actually needs. Issue defines the problem or bottleneck. Impact is the measured ROI. Urgency ties to something real, like new cases coming in. Outcome demands specificity, down to named DRGs and dollar figures per case. She stresses writing the talking points for physicians rather than expecting them to sell on your behalf. Why good products get rejected at value analysis (39:18) Lisa explains the two purposes of value analysis, clinical safety and financial threshold, and argues sellers should respect why the process exists. Her advice is a complete value package built for a three-dimensional decision, not a linear pitch. Adoption in the first 90 to 180 days (45:03) Signing the contract is not the finish line. Lisa covers protecting your clinical champion's early success, then expanding to other physicians, facilities, and ASCs inside the same network. One move to make this quarter (46:45) For sellers with no GPO contract, no certification, and no investor connections, Lisa recommends going local and direct. Pick five to ten nearby hospitals and pursue each with a specific strategy. Where to find Lisa and Gavin (49:20) <h3 class="text-text-100 mt-3 -mb-1 text-[1.125rem] font-bold" dir= "ltr">Key Quotes</h3> "The biggest mistake is not knowing those cycles of when they're gonna do RFPs and looking for your products, so you gotta keep an eye out for that." (Lisa) "I would actually make it frictionless. And I don't think sellers do that enough." (Lisa, on removing the logistics barriers that stall a direct deal) "You're asking them to articulate a commercial. You're asking them to do your work as a salesperson." (Lisa, on why clinical champions need written talking points) <h3 class="text-text-100 mt-3 -mb-1 text-[1.125rem] font-bold" dir= "ltr">Connect with Lisa</h3> Website: LisaTmiller.com <h3 class="text-text-100 mt-3 -mb-1 text-[1.125rem] font-bold" dir= "ltr">Connect with Gavin</h3> Email: <a class= "underline underline underline-offset-2 decoration-1 decoration-current/40 hover:decoration-current focus:decoration-current" href="mailto:gavin@empathyfirm.com">gavin@empathyfirm.com</a>

July 8, 2026

9 Stealth Strategies to Get the Meeting, Win Trust, and Close Big Hospital Deals

<h2 class="text-text-100 mt-3 -mb-1 text-[1.125rem] font-bold" data-sourcepos="6:1-6:23;216-238">Episode Description</h2> Getting the meeting is the hardest part of hospital sales — not closing it. In this episode, Gavin sits down with Lisa Miller to break down nine practical strategies for landing C-suite meetings, surviving stalled pipelines, reading different executive personalities, and building the "core authority asset" that turns cold outreach into inbound interest. Lisa also shares a preview of her new Healthcare Experts Network and stories from over 23 years running her firm, VIE. <h2 class="text-text-100 mt-3 -mb-1 text-[1.125rem] font-bold" data-sourcepos="9:1-9:19;715-733">In This Episode</h2> Stealth strategies to land the first meeting (01:10) Why LinkedIn, cold email, and video mostly fail with hospital executives — and why direct mail (yes, FedEx) still cuts through. Lisa also makes the case for writing a mini book and speaking at events like HFMA and hospital association conferences. Competing with McKinsey and the big brands (06:24) How a boutique firm beats the "nobody gets fired for hiring McKinsey" mindset: staying on the front lines with customers, innovating on process and delivery, and committing to results within 30 days. A preview: Healthcare Experts Network (10:28) Lisa previews a new platform connecting independent healthcare strategists and specialists with hospital systems (healthcareexpertsnetwork.com). Why 40–60% of pipelines stall — and how to prevent it (12:09) The real reason presentations lose executives: wasted time upfront, unfocused slides, and no clear point of view. Lisa's fix: get to the big idea fast, use "example stacking" to build credibility, and ask for a small piece of data to keep momentum after the meeting. Reading a C-suite executive in the first five minutes (18:05) How to spot an "innovative" leader versus a "protective" one — and how to adjust your conversation without derailing your credibility or sounding scripted. The Core Authority Asset (22:35) Lisa's definition: a single piece of commercial insight built around one big idea that reframes how an executive sees their problem — and makes the next step a conversation with you. She covers what it should look like (10–15+ pages, visual, story-driven), how to deliver it (direct mail, flip books, a condensed version), and why it beats white papers and traditional thought leadership. Speaking to a room full of decision makers (31:48) What happens when the CEO, CFO, CMO, and COO all view the same deal differently — and how to answer without contradicting yourself in front of the room, using a real story from a 12-person hospital sales meeting. Who really holds the authority in the room (36:41) Why it's usually the CEO, CFO, or COO driving the final call — and why any one person in the room can still derail a deal if you answer a question poorly. How hospital buying is changing in 2026 (39:35) Why the sellers who win over the next five years will be the ones who deeply understand CMS reimbursement shifts, value-based care, and post-acute patient management — not just pitch a product. Why you shouldn't grill the C-suite with questions (42:42) Lisa's take on the "15 questions" presentation style — and why a strong presentation should earn its questions naturally instead of front-loading discovery. The EXEC Method (45:21) Lisa's four-step framework for selling to the C-suite: <ol class= "[li_&]:mb-0 [li_&]:mt-1 [li_&]:gap-1 [&:not(:last-child)_ul]:pb-1 [&:not(:last-child)_ol]:pb-1 list-decimal flex flex-col gap-1 pl-8 mb-3" data-sourcepos="43:1-46:26;3508-3626"> <li class= "font-claude-response-body whitespace-normal break-words pl-2" data-sourcepos="43:1-43:31;3508-3538">Establish executive context</li> <li class= "font-claude-response-body whitespace-normal break-words pl-2" data-sourcepos="44:1-44:27;3539-3565">Expose the real problem</li> <li class= "font-claude-response-body whitespace-normal break-words pl-2" data-sourcepos="45:1-45:35;3566-3600">Earn trust and win the business</li> <li class= "font-claude-response-body whitespace-normal break-words pl-2" data-sourcepos="46:1-46:26;3601-3626">Commit to the outcomes</li> </ol> Includes a personal story from Lisa's early days at Stryker about earning trust by taking ownership of someone else's problem. <h2 class="text-text-100 mt-3 -mb-1 text-[1.125rem] font-bold" data-sourcepos="50:1-50:14;3756-3769">Key Quotes</h2> <ul class= "[li_&]:mb-0 [li_&]:mt-1 [li_&]:gap-1 [&:not(:last-child)_ul]:pb-1 [&:not(:last-child)_ol]:pb-1 list-disc flex flex-col gap-1 pl-8 mb-3" data-sourcepos="51:1-53:110;3770-4161"> <li class= "font-claude-response-body whitespace-normal break-words pl-2" data-sourcepos="51:1-51:114;3770-3883">"You're hunting elephants with a BB gun." — the mentor who reframed how Lisa thought about reaching the C-suite</li> <li class= "font-claude-response-body whitespace-normal break-words pl-2" data-sourcepos="52:1-52:168;3884-4051">"A core authority asset is a single, deliberate piece of your unique commercial insight built around one big idea that reframes how an executive sees their problem."</li> <li class= "font-claude-response-body whitespace-normal break-words pl-2" data-sourcepos="53:1-53:110;4052-4161">"Nothing's worse than someone coming in and selling something and they don't understand their environment."</li> </ul> <h2 class="text-text-100 mt-3 -mb-1 text-[1.125rem] font-bold" data-sourcepos="55:1-55:23;4163-4185">Resources Mentioned</h2> <ul class= "[li_&]:mb-0 [li_&]:mt-1 [li_&]:gap-1 [&:not(:last-child)_ul]:pb-1 [&:not(:last-child)_ol]:pb-1 list-disc flex flex-col gap-1 pl-8 mb-3" data-sourcepos="56:1-60:65;4186-4506"> <li class= "font-claude-response-body whitespace-normal break-words pl-2" data-sourcepos="56:1-56:54;4186-4239">Lisa's book: The Executive Yes — executiveyes.com</li> <li class= "font-claude-response-body whitespace-normal break-words pl-2" data-sourcepos="57:1-57:79;4240-4318">Healthcare Experts Network (new, coming soon) — healthcareexpertsnetwork.com</li> <li class= "font-claude-response-body whitespace-normal break-words pl-2" data-sourcepos="58:1-58:35;4319-4353">Lisa's website — lisatmiller.com</li> <li class= "font-claude-response-body whitespace-normal break-words pl-2" data-sourcepos="59:1-59:88;4354-4441">Previous episode: "The 7 Most Effective (Free) Data Sources" for pre-meeting research</li> <li class= "font-claude-response-body whitespace-normal break-words pl-2" data-sourcepos="60:1-60:65;4442-4506">Core Authority Asset template — available on request from Lisa</li> </ul> <h2 class="text-text-100 mt-3 -mb-1 text-[1.125rem] font-bold" data-sourcepos="62:1-62:28;4508-4535">Connect with Lisa Miller</h2> Website: lisatmiller.com <h2 class="text-text-100 mt-3 -mb-1 text-[1.125rem] font-bold" data-sourcepos="65:1-65:27;4562-4588">Connect with Gavin Lira</h2> Episode produced by Gavin Lira

June 30, 2026

The Hospitals You Sell To Are Already Running on AI | E.23

In episode 23 of "Selling to Healthcare," Lisa T. Miller makes good on a promise from the close of her Context Selling episode — that AI is rewriting the deep preparation behind a C-suite conversation, doing in minutes what used to take weeks by hand. This is part one of a two-part series, and it's about what has actually changed inside the hospitals you sell into, and why most sales organizations haven't caught up. Lisa lays out the divide she's seeing across nearly every company she talks to: vendors are quietly splitting into two groups. The line isn't size, budget, or tenure — it's whether you understand what's now possible with AI, or whether you're just using it to send more emails. The small group that gets it walks into the C-suite with something no competitor has, and they're winning deals because of it. She traces what's driving that split back inside the building. For most of healthcare's history, the business side ran on manual analytical work — at VIE, that once meant copying invoices by hand and keying them into Excel line by line. Every shift since (digital records, remote access, automation) removed a little friction, but the underlying model never changed: people doing the analysis as fast as their tools allowed. What's happening now is different in kind, not degree. Health systems are deploying discipline-specific AI agents — trained on spine spend, reference lab, purchased services, contracts, utilization — that work continuously, learn what normal looks like, and flag what doesn't fit the moment it drifts. Lisa makes it concrete with the kind of analyst who never sleeps, never forgets a renewal, and never loses the thread, and with a real example in patient access — Assort Health, built on Google's Gemini models, posting results across more than 50 million patient interactions. She explains why this matters even if you never touch one of these agents: it raises the bar on what your buyers can do and what they expect from you. The insight edge that once won meetings can now show up on a CFO's desk, surfaced by an agent, before you ever walk in. This episode offers a clear-eyed map of the new terrain for anyone selling into health systems — and a preview of part two, where Lisa gets practical and walks through exactly what to build. Highlights of this Episode Include: <ul> <li>Two Groups, One Divide: Vendors are splitting into those who grasp what AI now makes possible and those using it to send more emails. That's the whole line — not size, budget, or tenure.</li> <li>Different in Kind, Not Degree: Health systems are deploying discipline-specific AI agents — not chatbots — that work continuously in a narrow domain, learn what normal looks like, and flag the thing that doesn't fit.</li> <li>The Analyst Who Never Sleeps: A good spine-spend agent doesn't just total implant costs; it catches one surgeon running 40% above peers with no outcome difference, ties it to contract terms, and flags it the moment it drifts — not nine months later.</li> <li>From the Copy Machine to the AI Agent: For decades, every back-office gain just removed friction from work that stayed the same. Now the analytical work itself is handed to something that does it continuously, on its own.</li> <li>It's Already Happening: AI agents are operating at scale inside health systems today — Assort Health ran more than 50 million patient interactions with 89% shorter wait times and an 81% lower call abandonment rate. Not a forecast; the environment now.</li> <li>The Bar Just Moved: Buyers surface intelligence in near real time — a value analysis committee that once took a quarter can now move in a week or two, and the leak you found may have hit the CFO's desk last Tuesday.</li> <li>Use AI to Think, Not Just to Send: Group one builds assets that carry their narrative into the C-suite and asks the system-specific questions most vendors never bother with — turning publicly available data into insight that opens doors. The AI does the digging; your people do the thinking.</li> </ul> Learn more about Lisa at <a href= "https://lisatmiller.com/about">https://lisatmiller.com/about</a> Book an appointment - <a href= "https://calendly.com/lisa_t_miller/30min">https://calendly.com/lisa_t_miller/30min</a> LinkedIn - <a href= "https://www.linkedin.com/in/lisamiller/">https://www.linkedin.com/in/lisamiller/</a> Learn about Lisa's Workshops: <ul> <li><a href= "https://fluentinhealthcare.com/">https://fluentinhealthcare.com/</a></li> <li><a href= "https://healthcaresalesmasterclass.com/">https://healthcaresalesmasterclass.com/</a></li> </ul>

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What is Selling to Healthcare?: Selling to Healthcare with Lisa T. Miller

If you're selling to hospitals, health systems, healthcare executives, or provider organizations, this podcast is for you.

Hosted by healthcare commercialization expert Lisa T. Miller, Selling to Healthcare helps founders, sales leaders, medical device companies, digital health innovators, life sciences organizations, and healthcare consultants win more business with hospitals through smarter strategy, stronger executive conversations, and a deeper understanding of how healthcare organizations actually make buying decisions.

After generating more than $250 million in revenue and building one of the nation's leading healthcare consulting firms, Lisa shares the strategies she used to sell into hospitals, build executive relationships, and create long term partnerships that drive measurable business growth.

Each episode delivers practical insights you can immediately apply, including:

Selling to hospitals and health systems Selling to healthcare executives including CEOs, CFOs, COOs, CMOs, CNOs, and Supply Chain leaders Hospital buying processes and executive decision making Healthcare commercialization strategies Medical device and digital health sales Enterprise healthcare sales Healthcare innovation and adoption Executive level sales conversations Building credibility with hospital leadership Winning complex healthcare sales opportunities

Whether you're an experienced healthcare sales professional or just beginning to sell into hospitals, you'll learn how to navigate complex healthcare organizations, communicate value at the executive level, and build relationships that lead to sustainable growth.

If your goal is to sell to hospitals more effectively, understand how healthcare executives make decisions, and develop a repeatable strategy for winning larger healthcare opportunities, Selling to Healthcare delivers practical frameworks, real world examples, and proven approaches you can use immediately.

Join Lisa T. Miller each week as she shares the insights, strategies, and executive selling techniques that help companies successfully grow within the healthcare market.

Topics include: selling to hospitals, hospital sales, healthcare sales, selling to healthcare executives, hospital procurement, medical device sales, digital health commercialization, enterprise healthcare sales, health system strategy, and healthcare innovation.
How often does this podcast release new episodes?: This podcast updates weekly.
Where can I listen to this podcast?: This podcast is available on 4 platforms including Apple Podcasts, Spotify, and more. You can also use the RSS feed directly.
Does this podcast accept guests?: Yes, this podcast regularly features guests.

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